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The purpose of this paper is to put forth an expanded servicescape framework that shows that a perceived servicescape comprises physical, social, socially symbolic, and natural environmental dimensions.

This conceptual paper offers an in‐depth literature review on servicescape topics from a variety of disciplines, both inside and outside marketing, to advance a logical framework built on Bitner's seminal article (1992).

A servicescape comprises not only objective, measureable, and managerially controllable stimuli but also subjective, immeasurable, and often managerially uncontrollable social, symbolic, and natural stimuli, which all influence customer approach/avoidance decisions and social interaction behaviors. Furthermore, customer responses to social, symbolic, and natural stimuli are often the drivers of profound person‐place attachments.

The framework supports a servicescape paradigm that links marketing, environmental/natural psychology, humanistic geography, and sociology.

Although managers can easily control a service firm's physical stimuli, they need to understand how other critical environmental stimuli influence consumer behavior and which stimuli might overweigh a customer's response to a firm's physical dimensions.

The paper shows how a servicescape's naturally restorative dimension can promote relief from mental fatigue and improve customer health and well‐being. Thus, government institutions (e.g. schools, hospitals) can improve people's lives by creating natural servicescapes that have restorative potential.

The framework organizes more than 25 years of servicescape research in a cogent framework that has cross‐disciplinary implications.

Methodological pluralism in consumer research is usually confined to post‐positivist interpretive approaches. Argues, however, that a positivistic stance, radical behaviourism, can enrich epistemological debate among researchers with the recognition of radical behaviourism′s ultimate reliance on interpretation as well as science. Although radical behaviourist explanation was initially founded on Machian positivism, its account of complex social behaviours such as purchase and consumption is necessarily interpretive, inviting comparison with the hermeneutical approaches currently emerging in consumer research. Radical behaviourist interpretation attributes meaning to behaviour by identifying its environmental determinants, especially the learning history of the individual in relation to the consequences similar prior behaviour has effected. The nature of such interpretation is demonstrated for purchase and consumption responses by means of a critique of radical behaviourism as applied to complex human activity. In the process, develops and applies a framework for radical behaviourist interpretation of purchase and consumption to four operant equifinality classes of consumer behaviour: accomplishment, pleasure, accumulation and maintenance. Some epistemological implications of this framework, the behavioural perspective model (BPM) of purchase and consumption, are discussed in the context of the relativity and incommensurability of research paradigms. Finally, evaluates the interpretive approach, particularly in terms of its relevance to the nature and understanding of managerial marketing.

Drawing on the stimulus–organism–response (S-O-R) framework, this study presents an original model examining the influence of environmental corporate social responsibility (CSR), luxury and service quality dimensions on consumer emotions that in turn influence consumer attitudes towards the shopping mall.

Structural equation modeling is applied to data from a sample of 706 French consumers to test the hypotheses.

The results highlight the importance of environmental CSR, luxury and service quality dimensions as stimuli influencing positively consumer emotions, which in turn positively influence consumer attitudes.

This study extends prior work in the field of services marketing and the S-O-R framework while considering environmental CSR, luxury and service quality dimensions as relevant stimuli. It further contributes to the literature of the shopping mall while examining relevant and unexplored antecedents to consumer emotions.

This paper provides tailored recommendations for shopping mall managers. It details how managers can use environmental CSR and luxury dimensions besides service quality as relevant stimuli in their positioning strategies to enhance consumer emotions and attitudes.

This study provides novel insights into shopping mall dimensions, i.e. environmental CSR, luxury and service quality, influencing consumer responses.

This study examined relationships among e-stimuli and customers’ behavioral intentions and identified whether customers’ hedonic or utilitarian orientation moderation effects of e-stimuli on a bed and breakfast (B&B) website’s flow experience.

The proposed hypotheses were tested by using structural equation modeling. Two group comparisons were conducted to test moderating effects in the relationships between stimuli and flow experience.

This study determined e-stimuli affected customers’ flow experiences and causal relationships among emotions, satisfaction and behavioral intentions. It also found moderating effects of hedonic/utilitarian motivation.

Findings from this study could help B&B operators develop online marketing strategies.

This study developed a framework of e-stimuli in a B&B website setting to address customers’ psychological behaviors to understand the practical needs of the B&B industry and customers’ expectations.

本论文检验了网络刺激与消费者行为意向之间的关联, 并且指出具体消费者享乐主义动机和功利主义动机在网络刺激对民宿网站的整体感受之间的调节作用。

本论文采用SEM对提出的假设进行验证, 并且采用两组对比分析针对刺激源和整体感受之间的调节作用

研究结果确定了网络刺激对消费者整体感受的作用力, 以及情感、满意度、与行为意向之间的因果关系。此外, 研究结果还发现享乐/功利动机的调节作用。

本研究结果帮助民宿业主开发在线营销策略。

本论文开发一个民宿网站的网络刺激模型, 来解决消费者的心理行为, 以了解民宿产业的实际需求和消费者期望。

Based on the stimulus-organism-response theory, this research constructs the influence of the stimulus factors of the live-streaming shopping environment on consumers' psychological situation. It then produces the research model of impulsive purchase intention.

In this study, the online questionnaire survey method was used to survey users who participated in live-streaming shopping, and a total of 335 valid questionnaires were collected. Then SPSS and SmartPLS were used for data empirical evaluation and hypotheses test.

Research results show that demand, convenience, interactivity, and playfulness are positively stimulating consumers' perceived enjoyment. And their perceived enjoyment directly drives their intention of impulsive purchase.

The choice of the live streaming platform, the design of the interactive interface, and the design of the shopping process are all factors that the streamer must carefully consider. The results of this study can be used as a reference for the development of live-streaming shopping and provide the industry with an understanding of the main factors that affect users' live streaming and impulsive purchases to plan an effective live streaming platform and content.

“E-commerce live streaming” is regarded as the latest trend of e-commerce, and impulse buying is regarded as a key factor in the success of transactions. This research has developed factors that influence impulsive purchases after watching live streaming based on the SOR theory.

The environmental impact of excessive use of natural resources such as energy and water in the tourism industry has increased significantly. Thus, it is crucial to investigate the notion of frugality in this industry. Particularly, this study aims to examine the effect of green marketing strategies (eco-labelling and environmental advertising) and hotel guests’ green attitude towards frugality in the context of the Malaysian hotel industry. Furthermore, the mediating effect of green attitude is also examined.

Stimulus-organism-response theory was used to develop the research framework. The data were collected via a self-administered survey questionnaire, which yielded 150 complete and usable responses. A partial least square-structural equation modelling approach was used to validate the proposed model.

The results of this study revealed that environmental advertising and eco-labelling, directly and indirectly, affect frugality. Moreover, the link between green attitude and frugality also was supported. Furthermore, data supported the mediating effect of green attitude in the relationship between green marketing strategies and frugality.

The findings from this study can benefit hoteliers who are targeting frugal and environmentally conscious consumers. Moreover, the hoteliers will be able to understand the drivers of frugality in the tourism industry. It can assist them to formulate better marketing strategies in attracting and retaining frugal consumers.

The findings from this study offer a number of important social implications for society, the local government and the city and tourism council. Particularly, understanding the strategies towards frugality can pave the way towards the formation of a “less consumption” community. Moreover, it will serve as the guideline for designing the green and sustainability campaign for the nation.

This study is among the pioneers to investigate the issue pertaining to frugality in the tourism industry context. This study examines new linkages such as the indirect effect of green marketing strategies towards frugality. Moreover, the mediating effect of green attitude in the relationship between green marketing strategies (eco-labelling and environmental advertising) and frugality is comparatively a new link.

Spatial olfactory design in the library appears to be a practical approach to enhance the coordination between architectural spaces and user behaviors, shape immersive activity experiences and shape immersive activity experiences. Therefore, this study aims to explore the association between the olfactory elements of library space and users’ olfactory perception, providing a foundation for the practical design of olfactory space in libraries.

Using the olfactory perception semantic differential experiment method, this study collected feedback on the emotional experience of olfactory stimuli from 56 participants in an academic library. From the perspective of environmental psychology, the dimensions of pleasure, control and arousal of users’ olfactory perception in the academic library environment were semantically and emotionally described. In addition, the impact of fatigue state on users’ olfactory perception was analyzed through statistical methods to explore the impact path of individual physical differences on olfactory perception.

It was found that users’ olfactory perception in the academic library environment is likely semantically described from the dimensions of pleasure, arousal and control. These dimensions mutually influence users’ satisfaction with olfactory elements. Moreover, there is a close correlation between pleasure and satisfaction. In addition, fatigue states may impact users’ olfactory perception. Furthermore, users in a high-fatigue state may be more sensitive to the arousal of olfactory perception.

This article is an empirical exploration of users’ perception of the environmental odors in libraries. The experimental results of this paper may have practical implications for the construction of olfactory space in academic libraries.

This research clarifies the connotations and dimensions of artificial intelligence (AI) technology stimulation and establishes a stimulus scale to explain the relationship between AI technology stimuli and smart customer experience.

This is an empirical study that uses SPSS 24.0 software to perform hypothesis testing on the path relationships between model elements.

Two dimensions of AI technology stimuli (i.e. passion and usability) have a significant, positive impact on smart customer experience; the moderating effects of contrasting dimensions of technology readiness (i.e. optimism and discomfort) are significantly different; smart customer experience has a significant, positive impact on the word-of-mouth (WOM) intentions of consumers.

There are several limitations. Most importantly, the data collected in this study are only from consumers who use intelligent customer service robots in the catering industry. Future research can consider exploring relevant AI technologies in other sectors.

This study has several implications that guide catering companies to develop various positioning and strategies for remaining competitive effectively.

Based on arousal theory, customer experience theory and WOM marketing theory, this is the first novel research project that empirically discusses the dimensions of AI technology stimuli, smart customer experience and WOM intentions with regard to the moderating effect of the technology readiness of consumers toward AI technology.

By the end of this chapter, you should be able to demonstrate an understanding of:

The way in which consumers use mobile devices to engage with fashion retailers online.

What external and internal stimuli can be used to engage with consumers and encourage online interaction?

The lens in with the Stimulus–Organism–Response (SOR) model is applied to understand consumer behaviour.

How marketing can used both to trigger consumption activities and to encourage more sustainable behaviours?

The purpose of this paper is to explore the determinants of relationship quality (hereafter referred to as RQ) and its impact on customer loyalty within an emerging retail banking market through a dual-lens theory.

The research informants were recruited from a city in South-eastern Nigeria. A quantitative data obtained through bank-intercept method and online survey from 332 customers of retail banking services formed the final database. The proposed model and by implication the research hypotheses were tested using partial least squares structural equation modelling procedure.

The results show that customer orientation, expertise and information sharing are stimulus factors that directly influence the constructs of RQ (i.e. trust and satisfaction and indirectly influence customer loyalty through the constructs of RQ. The paper also demonstrates that the stimulus factors are direct predictors of consumers’ response. The proposed model explained 49 per cent of the total variance in customer loyalty.

Customer orientation, expertise and information sharing are stimulus factors that improve RQ and customer loyalty. However, the explanatory power of the proposed model is modest. Future research should therefore integrate other determinants of RQ.

The paper provides clear insights into how retail bank managers operating in a very competitive and emerging market can improve RQ and subsequently attract customer loyalty.

The paper contributes to the growing body of stimulus-organism-response (S-O-R) literature within the retail environment by exploring unique stimulus and organism variables from an emerging retail banking market perspective. Additionally, by showing that the stimulus factors are direct predictors of consumers’ response, the paper challenged the existing tenets of the S-O-R framework and deepened the current understanding of the model. The paper also contributes to the social exchange theory by demonstrating how the components of RQ mediate the antecedents and consequences of the construct.